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© 2009 Convio, Inc.
Best Practices for Online Fundraising
Kate Millea and Adam LemmonConvio, Inc.
© 2009 Convio, Inc.
Best Practices for Online Fundraising
■ eCRM Overview
■ Online Communication
■ Your “Housefile”
■ Planning for Online Success
■ Recap
© 2009 Convio, Inc.
eCRM Framework
© 2009 Convio, Inc.
Best Practices for Online Fundraising
■ eCRM Overview
■ Online Communication
■ Your “Housefile”
■ Planning for Online Success
■ Recap
© 2009 Convio, Inc.
Kinds of Communications
■ Scheduled Communications: timing is planned well in advance
■ Timely Communications: timing is based upon specific events or specific opportunities
■ Triggered Communications: timing is “triggered” by an online interaction
© 2009 Convio, Inc.
The Importance of Timeliness
■ Nonprofit organizations lose access to a stream of new online constituents as time progresses
Source: Analysis of 3 major nonprofits
© 2009 Convio, Inc.
Example – Timely Communication
■ Uses “Letter from the Desk of” format
■ Copy is short & to the point
■ Timely information that invites action – leads to loyalty
■ Tell-A-Friend prominent for viral outreach
© 2009 Convio, Inc. 8
eNewsletter- Scheduled Communication■ When KUT simply asked for email address, they got 5%. When they
switched the ask to receive eNewsletter, they captured 95% of email addresses.
▶ Define your objectives.
▶ Modify all offline advertising, direct mail, event registrations with a “hook” and an email ask.
“Please provide your email address to receive the latest news on cancer research in our monthly email newsletter.”
▶ Never ask for an email address without highlighting the eNewsletter benefit.
© 2009 Convio, Inc.
eNewsletter Template Example■ Personalized
■ Tell A Friend and Donate links above the fold
■ Excerpt-style newsletter, with monthly headline feature
■ Look remains consistent from issue to issue
■ Headlines and features change from month to month
■ Speaks to reader through clear calls to action
© 2009 Convio, Inc.
Feature #1
Feature #2
Feature #3
Deconstructing the eNewsletter Template
■ Top-priority links & branding consistent from month to month
■ Headlines & graphics change, but general dimensions stay the same
■ Color scheme may change, but structure is consistent
Branding
PersonalizationIn this Issue
Graphic & LeadStory Copy
Second Headline
Graphic & SecondStory Copy
Donate Link
First Headline
© 2009 Convio, Inc.
eNewsletters – How are they read?■ Recipients fully read only 19% of an
eNewsletter, often not scanning the entire newsletter.
■ 35% of readers scanned only a small part of the newsletter.
■ 67% of readers completely skipped introductory text at the top of the newsletter.
■ Average amount of time readers spend on an eNewsletter after opening it: 51 seconds
■ Notice the emphasis on reading the first two words of the headlines.
■ RSS feeds do not work as a substitute for an eNewsletter. Also, avoid referring to them as “RSS feeds.” Use something more easily understood, like “news feed.”
“2006 Email Marketing Snapshot”, David Daniels, Jupiter Research, 2006Email Newsletters: Surviving Inbox Congestion. Jakob Nielsen. http://www.useit.com/alertbox/newsletters.html. June, 2006.
© 2009 Convio, Inc.
Copy Writing: Online vs. Offline
Offline OnlineFormal, polished tone Informal, conversational “voice”
Longer copy, builds a “case”, can be explanatory
Short, to-the-point, uses “hooks” to quickly grab attention, highly condensed
One-way Two-way
Solicitation-oriented Relationship-oriented
4-6 sentences/paragraph 1-2 sentences/paragraph
© 2009 Convio, Inc.
Best Practices for Online Fundraising
■ eCRM Overview
■ Online Communication
■ Your “Housefile”
■ Planning for Online Success
■ Recap
© 2009 Convio, Inc.
Importance of Housefile
Example:
•Web Traffic = 5,000 Visitors/ Month
•Housefile= 10,000 email addresses
•Open Rate = 20 % •2,000 people might open the email
•Click Through Rate = 5%•500 people might click through to your site to learn more
•Actions = 1%•100 people might act on that email
© 2009 Convio, Inc.
Best Practices for Online Fundraising
■ eCRM Overview
■ Online Communication
■ Your “Housefile”
■ Planning for Online Success
■ Recap
© 2009 Convio, Inc.
What’s your path to online success in 2009?
Campaign Calendar: what and when
Editorial Calendar: themes, content, timing
Budget: training, staff,
content & materials
BuildCan Your Staff:■ Manipulate images?■ Work with basic
HTML?■ Be detail-oriented
(copy & visual)?■ Go through Convio
Training?
Perform final QA: Test all web & email
content
Get final approvals
Launch!
Plan Launch
© 2009 Convio, Inc.
Planning – 2009 Top Three Priorities
■ Examples:▶ Raise funds▶ Grow our email list▶ Increase awareness about our cause▶ Recruit more advocates▶ Recruit more volunteers▶ Communicate more effectively▶ Promote a major event▶ Build richer profiles
© 2009 Convio, Inc.
Your 2009 Plan
Ready Set Go!Top 3 Priorities Fundamentals Campaigns
1.
2.
3.
© 2009 Convio, Inc.
Create Your Plan Now!
Q4 2009 Q2 2009 Q3 2009 Q1 2009
J F M A M J J A S O N D
© 2009 Convio, Inc.
2009 – Planning
Housefile BuildingCampaign
Best Practices:Outreach tactics for
finding new supporters
Q&A: Tell-a-friend, eCards, viral marketing,and rewards programs
Q2 2009
Sustained GivingCampaign
Best Practices:Converting year-end
Donors to monthly givers
Q&A: Donation formsand fundraising appeals
Q4 2009
Year-End Campaign
Q&A: Donation formsand fundraising appeals
Q1 2009
Co
mm
un
ity
| Co
nsu
ltin
g |
Exp
erie
nce Fall Fundraising
Campaign
Best Practices:Creating a compelling
ask for support
Q&A: Donation formsand fundraising appeals
Q3 2009
Best Practices:Maximizing
year-end giving
Example:
© 2009 Convio, Inc. 21
Campaigns: Spring/Fall FundraisingMessage #1:
Send 200 youth to Yellowstone this
summer
Message #2:We still have 115
youth who need your support
Message #3:We’re able to send 178 youth – it’s not
too late to give
© 2009 Convio, Inc. 22
eAppeal – Campaign kick-
off
Sent to broad audience
eAppeal Reminder – Donating online is
fast and easy
Donation Confirmation
AutoResponder – includes tax receipt
information
After a constituent makes an online gift, they will be shifted to the audience which receives thank you messages.
Campaigns: Spring/Fall Fundraising
Campaign Close – Success statement and a reminder that there’s still time to
donate
Audience: Entire email file, minus your optional suppression list
Audience: Individuals who have donated to this campaign
Thank you for financial support – Call to Action: Tell your friends about
this campaign
*excludes donors *excludes donors
*received after donation completed
*received during week after donation
© 2009 Convio, Inc.
Best Practices for Online Fundraising
■ eCRM Overview
■ Online Communication
■ Your “Housefile”
■ Planning for Online Success
■ Recap
© 2009 Convio, Inc.
eCRM Framework
© 2009 Convio, Inc.
Kinds of Communications
■ Scheduled Communications: timing is planned well in advance
■ Timely Communications: timing is based upon specific events or specific opportunities
■ Triggered Communications: timing is “triggered” by an online interaction
© 2009 Convio, Inc.
What’s your path to online success in 2009?
Campaign Calendar: what and when
Editorial Calendar: themes, content, timing
Budget: training, staff,
content & materials
BuildCan Your Staff:■ Manipulate images?■ Work with basic
HTML?■ Be detail-oriented
(copy & visual)?■ Go through Convio
Training?
Perform final QA: Test all web & email
content
Get final approvals
Launch!
Plan Launch
© 2009 Convio, Inc.
Why Nonprofits Use Convio
1. Increase revenue▶ Reach and acquire new donors and retain existing ones▶ Increase giving frequency and average gift size from each donor▶ Increase response rates to direct mail using an integrated approach▶ Cultivate potential major donors and steward existing relationships
2. Lower costs and increase capacity▶ Decrease marketing and communication costs by leveraging email▶ Ease administration through online automation
3. Support their mission▶ Raise awareness of their cause and organization (increase profile)▶ Educate constituents through timely, informative, personalized content▶ Make taking action easier and more rewarding for constituents▶ Encouraging constituents to share their passion with friends
© 2009 Convio, Inc.
How Those Benefits Are Created
■ Software▶ Internet software with proven capabilities in:
Fundraising eCommerce Events Email marketing Web site content management
▶ Provided through Software as a Service (SaaS) model
■ Services▶ Ensure quick, successful implementation▶ Address your unique needs, mission and timeframe
■ Expertise▶ Provide best practices for success▶ Create documentable results
© 2009 Convio, Inc.
Contact Convio
On the Web:www.convio.com
Share your email
Contact Kate or Adam:
kmillea@convio.com or alemmon@convio.com
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